Scopul campaniei este promovarea unor metode de creștere și de educare a copiilor care exclud violența, abuzurile și indiferența, și care sunt adaptate și răspund nevoilor afective pe care le resimt copiii în dezvoltarea lor.
Iniţiativa răspunde unor nevoi stringente din societatea românească, în condiţiile în care bătaia este considerată şi astăzi un mijloc eficient de educaţie, iar nevoile afective ale acestora sunt adesea ignorate. Pentru o formare echilibrată a copilului, este important ca adulţii să conştientizeze faptul că violenţa asupra celor mici îi transformă în adulţi agresivi. Campania care vrea să distruga miturile gen „Unde dă mama creşte” sau „Bătaia e ruptă din Rai”.
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